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Developing VIP Clubs that Increase Business


Article Body:

"Before you start marketing through a VIP Club, you would like to require a step back and appearance at your restaurant. confirm that you're ready for increased business. Don't plan to market your restaurant unless you've got above average food and repair . Good marketing can actually put a restaurant that gives poor food and repair out of business faster because more people will have a poor dining experience, and therefore the negative word-of-mouth will cause them to fail faster than if they are doing not market in the least ," says Brent Davis, Director of Coaching Services for (RMG) a corporation that focuses on helping restaurants to create sound, trackable marketing systems through its easy-to-use software, "How-To" marketing manuals and personalized coaching.

Gathering the Data:

Once you've got taken an indoor inventory and feel good about the food and repair that you simply provide, it is time to start out using and building your database of existing customers. Remember that in most restaurants 30 percent of the purchasers are bringing in 70 percent of the business. For the sake of our discussion, for instance that Joe's Family Diner has 10,000 customers a month. That's 322 customers every day . Seventy percent of the diner's monthly customers would be 7,000. If the restaurant's VIP Club marketing creates just one more visit per annum per customer at a mean check of $25, the quantity will increase by $175,000 per annum or $14,538 a month and that is with only 

one extra visit per existing customer per annum . you'll see why it is vital to travel after additional customer visits.

"Don't forget that your existing customers are your neighbors. A VIP Club nables you to plug within your neighborhood to existing customers. It's permission based and thus considerably simpler than if you probably did a 

blanket coupon offer to all or any of your neighbors. These are folks who know and frequent your restaurant; they took the time to fill out a VIP card and have shared personal information with you," says Davis.

"VIP Clubs are an excellent thanks to build customer loyalty. Always provides a many thanks reward bonus for joining the club. We recommend that the offers leave by email or regular mail within 72 hours after signing up. The offer should be 

without any strings attached. i prefer to suggest that the offer be for a dollar amount. A flat $15.00 or $10.00 amount might be enough counting on your guest check average. you'll provides a FREE, dinner with a $10 or $15 limit. Give them a suggestion they will use on anything they need . The offer is now valuable and that they feel compelled to use it," says Teresa Horn, RMG Marketing Program Development 


To enjoy the best return on your VIP Club enrollment campaign, you ought to train your employees in order that they understand everything about the VIP Club. Have a contest and provides prizes to the workers who check in the foremost 

customers. Place VIP Club displays and sign-up cards in very high-traffic, highly visible areas. Use pre-printed "Post-It" pad messages and put them on your menus in order that your customers and employees are going to be reminded to fill them out. 

Always emphasize the advantages of VIP Club membership. Enter the names and extra information into the pc software program on a day to day , employing a part time employee.

Horn suggests that your VIP Club sign-up cards include the 

following information:



Birthdates of every loved one , in order that they will receive a 

birthday surprise.



Phone: (Optional)

"Carefully select your expiration date. I usually suggest employing a three-week expiration date. If it isn't employed by then, it's usually lost. you would like to make a way of urgency," says Horn.

Processing the data:

Don't wait until you've got built an outsized database. Start marketing to every VIP member the minute you get their data. you'll find that this information is your most precious marketing asset. 

Creating a database of your customers and immediately communicating to them on a daily basis will increase the frequency of visits to your restaurant. for nearly any reason, or sometimes for no reason in the least you ought to send 

the customer a postcard or an email with an incentive to bring them into the restaurant again. Remember, the goal is to bring the purchasers in a minimum of one overtime per annum . By sending them a reminder postcard or email around a 

holiday or during an area community event will remind them to go to your restaurant. And if they create several EXTRA visits you've got exceeded your goal and dramatically increased the sales and profit of your restaurant.

Create a Birthday Club:

What is the foremost popular holiday for eating out? consistent with the National Restaurant Association, it's on your birthday. In fact, 55 percent of all Americans dine out on their birthdays. the simplest news of all is that folks have 

birthdays three hundred and sixty five days a year, opened up over 12 months. Birthdays are the right time to encourage additional business.

"Use the knowledge gathered in your database to send birthday cards for every VIP customer as you recognize one among the foremost important days in their lives. Their celebrations might also happen at your restaurant. Always include a FREE offer like a FREE dinner for the birthday guest. 

Remember that birthday guests rarely party alone; the typical size of a birthday group is five individuals," says Horn.

Go out of your thanks to make the birthday celebration a special event when a customer redeems his/her certificate. Your restaurant must become the "Party Place." Develop definite policies to make sure that it happens¡ªthat the parties are fun and your birthday guest is treated royally for 

their day. you want to create a special party atmosphere. One Northwest seafood chain features a crazy fish hat that the birthday person wears while they take a Polaroid or digital photo of the birthday guest and his/her friends. The photo is then slipped into a cardboard photo holder and becomes a 

nice takeaway remembrance of the evening. Of course, the restaurant's name and address is on the cardboard . If you include a "year" sticker, it can become a collectable item.

Celebrate Anniversaries:

Another great marketing campaign are often centered on your VIP customers' anniversaries. Forty-three percent of yank couples say they are going bent eat to celebrate their wedding anniversaries. If you own a fine dining restaurant, 

try to make your guests dining experience special and romantic. Doing "little extras" is what is going to set your restaurant aside from the competition. Value-added incentives are more important than discounts on anniversaries. you want to 

make it a "special occasion."

Quick Service Restaurants and Pizza Shops can effectively wish mom and pop a cheerful anniversary by giving them an excellent offer for his or her children's meals that way, Mom doesn't need to cook for the youngsters before she goes bent dine. 

This let's the youngsters celebrate the anniversary too.

Advertise Specials or New Menus:

"With a marketing database, you're prepared to speak together with your regular customers. it is a good way to introduce a replacement menu or a replacement menu item. Always include some special offer only for VIP members," says Horn.

Many companies have developed a newsletter for VIP members. Others are sending out e-newsletters. this is often an excellent thanks to say many thanks to your frequent customers. it is also an excellent medium to inform them about new menu items, 

new employees, and new recipes. All this helps to form our customers take an interest in your restaurant and keep your restaurant's name ahead of your VIP members. make certain to form the newsletter newsy and fun to read. Always include some kind of incentive for those members to prevent by for a 

meal. Change your incentive in each newsletter and track the results.

Sponsor Contests:

One restaurateur saw a considerable increase in VIP member visits when she started having a weekly drawing. She sent out a postcard to the VIP members and asked them to usher in the postcards for a FREE offer. When redeemed, the 

postcards were entered into a weekly drawing for a gift or "Dinner For two". Monthly drawings were also held with prizes like a camera , CD player, radio receiver , etc. Grand Prize Drawings held twice a year gave away a 

grandfather's clock or a cruise. With every mailer, she reminded her customers of the grand prize drawings. 

Additional Celebrations:

Create theme nights to draw in your VIP members back to your restaurant. Tie your theme occasions with holidays. as an example , February is National Chocolate Lover's Month. Offer your VIP members a special chocolate dessert promotion for the month of February. One creative Italian restaurant 

owner did a VIP promotion for its St. Patrick's Day celebration. He sent out an email invitation saying, "Come party with real Italians on St. Patrick's Day. We'll show you ways to celebrate St. Patrick's Day a la mode ." Any holiday will 

do. One restaurant celebrated Agatha Christie's Birthday by offering a surprise entree special. 

Remember that the amount of dollars that a customer goes to spend is limited. to urge quite your share, you're frankly getting to need to 

take them faraway from your competition Effective marketing will assist you get a bigger share of your customer's dollars and includes the tools to trace 

each and each promotion to work out your customer response and return on investment. With good marketing and tracking you'll be ready to 

keep your restaurant in Top OF Mind awareness together with your customers.

"It's not your customer's job to recollect you. it is your obligation and your responsibility to form sure the customer doesn't forget you! an efficient VIP 

Club will do exactly that," says Horn.